Approach>Intercept marketing
“It's not the big that eat the small, it's the quick that eat the slow"
The goal of marketing has always been to reach your target market. However, in the past it was difficult to reach a targeted group. The cost per head for mass media including newspaper, radio and television was, and is, still staggering. Peek helps clients break the pattern of traditional “push” marketing strategies to create adaptive, dynamic ones instead, that intercept.
Intercept marketing works to put your name in front a person or organisation who has identified themselves as needing the products or services you offer. You reach them at the most critical point, when they are in the buying process.
The concept is particularly relevant to search behaviour characteristics for an internet user. The internet searcher typically values time and will search for 30 minutes and up to two hours for an answer. Then, if their internet search is unsuccessful, they will move on to other methods for completing their project.
The websites built by Peek are positioned to be “discovered” in the initial stages of a search. Our goal is then to bring the prospect's search to a halt by being responsive to their needs quickly because this effectively reduces competition for the business.
Peek's focus on intercept marketing has shown that a very high return on investment is achievable to find out how by calling us on 01223 900 121.
Peek's process
Discover
At this initial stage we establish your needs and gain a clear understanding of the objectives of the project. We then identify the project teams, roles and responsibilities. Which is then followed by us defining the process that you'd like to use to manage the project. Our proposal is submitted to meet your requirements and covers project scope, objectives, budget, deliverables and terms and conditions.
Define
Included in this stage are activities such as conducting research to learn about your audiences and specific markets, analysis of the competitive landscape, understanding key messages and auditing any current marketing material. This stage is about learning as much as possible prior to enable us to identify the creative strategy and produce the design brief.
Design
This stage involves exploring different approaches, refining a variety of design directions and presenting our recommend route. We then evaluate this route with you to check that it is fulfilling the project objectives. The approach is then applied to the various deliverables and we define the details prior to moving in to production.
Delivery
At this stage we produce and manage the production of all the deliverables for the project. We collaborate with the writers, photographers, programmers and printers needed. This is an important stage of the project as it is the last opportunity to make any adjustments to the work. It involves us liaising with you to sign-off the work that is being produced.
Evaluate
We like to monitor and evaluate the effectiveness of the our work. This can be done both formally and informally to understand if the objectives we set at the outset are being met.
Talk to Steve Creamer or Sarah-Jane White to discuss how Peek can help you find an answer that's right for your business on 01223 900 121.
